License, Not Ownership
Catalyst’s roots trace back to a licensing deal rather than ownership. Southcorp Holdings—the parent company led by Elliot Lewis—operated under the “Connected SoCal” name but never owned the Connected brand itself. That label belonged to Connected California International, the Northern California powerhouse known for its premium “designer weed.” The relationship functioned as a brand license, not a merger, setting the stage for future tension between different business philosophies.
Clashing Business Models
Connected International focused on cultivating and wholesaling high-end flower, maintaining a luxury image and tight control over quality. Catalyst, by contrast, built its empire through retail expansion and political engagement—fighting for licenses city by city.
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Catalyst’s approach relied on aggressive pricing, policy advocacy, and litigation, often taking on local governments and competitors head-on.
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This disruptive stance helped win licenses but created friction across the retail ecosystem.
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As a result, Connected International found itself in a bind—its brand reputation in some markets suffered from Catalyst’s reputation as an outspoken disruptor.
The Call That Sparked It
The split began with a blunt conversation. Connected’s founders, Caleb and Luke, told Lewis directly: “Everybody hates your guys’ guts out there—it’s killing our flower sales.” The feedback was clear: Catalyst’s controversial tactics were overshadowing Connected’s reputation as a premium cultivator. Both parties agreed the shared branding confused customers and complicated sales relationships statewide.
New Identity, Clear Lanes
The rebrand offered clarity and freedom for both sides.
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Catalyst Cannabis Co. emerged with a distinctly blue-collar, “Weed to the People” identity—focused on accessibility, labor advocacy, and fair pricing.
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Connected International returned to its core—crafting high-end, small-batch flower for connoisseurs, without the noise of political battles.
The result was a clean separation of purpose: one brand driven by activism and affordability, the other by exclusivity and refinement.
Impact
Despite the name change, Catalyst’s sales remained strong. Customers were loyal to the experience, not just the logo. Catalyst continued to carry Connected flower on its top shelves, maintaining a business partnership even after parting ways on branding. Southcorp also retained a small ~2% equity stake in Connected International—proof that mutual respect survived the split.
Net Result
The rebrand refined two powerful brands into sharper, truer identities.
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Connected stands today as a premier cultivator defining California’s top-shelf flower standard.
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Catalyst operates as a scrappy, consumer-first retail disruptor, leveraging activism and authenticity.
Both continue to collaborate selectively, showing that competition and cooperation can coexist in the evolving landscape of California cannabis.
YOUTUBE VIDEO
— Nugg Notes
sources:
• Branfalt, TG. “Elliot Lewis: Competing Against Cannabis Venture Capital in Southern California.” Ganjapreneur Podcast, 26 Feb. 2021, ganjapreneur.com/elliot-lewis-competing-against-cannabis-venture-capital-in-southern-california/. 
• “Catalyst Cannabis Co. Launches in Southern California.” PRNewswire (via PRWeb), 31 July 2020, prweb.com/releases/catalyst-cannabis-co-launches-in-southern-california-822795628.html. 
• Maschke, Alena. “Catalyst CEO Elliot Lewis Isn’t in the Long Beach Cannabis Business to Make Friends.” Long Beach Business Journal, 19 Apr. 2021, lbbusinessjournal.com/business/news/catalyst-ceo-elliot-lewis-isnt-in-the-long-beach-cannabis-business-to-make-friends/. 
• Casacchia, Chris. “Dozens of California Cities, Counties Could OK New Recreational Marijuana Markets.” MJBizDaily, 13 Sept. 2022, mjbizdaily.com/dozens-of-california-cities-counties-could-approve-new-recreational-marijuana-markets/. 
• Bobrow, Warren. “5 Quick Questions with Elliot Lewis, Owner/Founder Catalyst Cannabis Co.” Forbes, 27 July 2020, forbes.com/sites/warrenbobrow/2020/07/27/5-quick-questions-with-elliot-lewis-ownerfounder-catalyst-cannabis-co/. 
• “Connected Did Not Respond to Comment; Catalyst CEO Says Aggressive Pricing Hurt Connected’s Sales.” Long Beach Business Journal, 19 Apr. 2021 (same article as above, section on licensing split). 
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